Messages and Creativity
- Message source
- Structural elements in a message
- Message appeals
- Advertising tactics
- The creative process
- Message framing
- User-generated content (UGC)
- Sourcing content
- Chief Communications Officers
- Marketing and communications directors, managers, executives and staff.
- Those who wish to understand how brands create communications and engage audiences in brand conversations.
- Those employed by governmental, charitable, other not-for-profit and third-sector organisations who need to communicate with a range of stakeholders.
- Those who wish to develop insights into the reasoning behind the marketing communications activities used by organisations.
Upon completion of this course, you will be able to understand:
- The importance and characteristics of source credibility.
- Different ways messages can be constructed.
- Various ways in which advertising appeals can be presented.
- How informational and transformational motives can be used as tactical tools in a communications plan.
- The role of creativity and how the creative processis managed.
- How message framing, storytelling and user-generated content are used in marketing communications.